E4 Off Air Identity Style Guide

E4 Style Guide Contents

1. On Air identity style guide 2. Off Air identity style guide
2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 2.1.7 2.1.8 2.1.9 The Logo The Logo as a sticker The Logo position The Logo isolation area Colour E4 wording E4 font Size Headline colour

Print and Poster Advertising 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 2.2.8 Writing Copy Writing numbers Advertising signature Logo position and size Typography Type position Creating strips of tape Updating TX details

The subsequent sections describe in more detail how the brand is implemented in different areas. . E4 Off air style guidelines The term off air defines anything that is produced by E4 not shown on television/DVD/cinema.2. The first section of the guidelines describes the broad principles of the off air identity.

At no time should the logo appear in grey or a tint of the purple.2.1. There is no maximum reproduction size.1 The Logo Where possible the E4 logo should always appear in Purple and White but in situations where colour cannot be used it can appear as a mono in Black. 8mm . Logo size The E4 logo has been designed to reproduce at a minimum height of 8mm. The ‘bold keyline’ and ‘E’ of the logo should always be white and can never be transparent.

2. When is it used in this way. It is important that this logo always looks like a sticker. It must retain some dimensionality and can even appear to be peeling off. .2 The Logo as a sticker The current re-fresh of the E4 brand uses the logo as a sticker. an second white keyline around the outer edge of the E4 logo must be added.1. The outer keyline must always be White and identical in width to the inner keyline.

It should be placed no closer than 10mm from the trimmed edge.1.3 The Logo position Where possible in print. This unit can then be used anywhere within the print space. it must always form a unit by being positioned over one or both pieces of tape. when the logo is used with the strips of tape. (please see print & poster section at back of style guide for examples). the E4 logo should always appear in the bottom right-hand position of the page.2. However. .

This area is a minimum and should be increased wherever possible.1. The area of isolation ensures that text or other visual elements do not encroach on the logo. 10mm .4 The Logo isolation area The E4 logo should always be surrounded by a minimum 10mm area of space.2.

Pantone 2602c C71 M95 Y4 K0 R109 G29 B124 Web 66 33 99 Pantone Black 6 C98 M40 Y0 K100 R0 G0 B0 Web 00 00 00 .1.2.5 Colour E4 uses Purple as its core colour and black if the logo must appear as mono. No other variants of purple can be used for the logo.

Correct title E4 Incorrect titles E4 EFour .2. Below is the correct title for the channel.6 E4 The ‘four’ in E4 should always be a numeral and both the word and letter must sit together without a letter break.1.

.... It is supplied as both a truetype and a postscript font and can be used off air in the following weights: ITC American Typewriter Light abcdefghijklmnopqrstuvwxyzßæoeABCDEFGHIJKL MNOPQRSTUVWXYZÆOE&0123456789*#@+<=>’” ÷±%‰⁄?£$ƒ¥¢...:.2.“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©TMÄÅÂÁÃÀ ÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ ùûüÿ†‡§ao¬•¶ı°`~^ˆ?•-–_ ITC American Typewriter Medium abcdefghijklmnopqrstuvwxyzßæoeABCDEFGHIJKL MNOPQRSTUVWXYZÆOE&0123456789*#@+<=>’”÷ ±%‰⁄ ? £$ƒ¥¢...7 Typography E4 uses the typeface ITC American Typewriter for all brand identity.:....“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©TMÄÅÂÁà ÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ ùûüÿ†‡§ao¬•¶ı°`~^ˆ?•-–_ ITC American Typewriter Bold abcdefghijklmnopqrstuvwxyzßæoeABCDEFGHIJKL MNOPQRSTUVWXYZÆOE&0123456789*#@+<=>’”÷± %‰⁄?£$ƒ¥¢.:.“”‘’«»‹›·‚„!?¿¡(/)[\]{|}®©TMÄÅÂÁà ÀÇÉÊËÈÍÎÏÌÑØÓÔÒÖÕÜÚÛÙŸáàâäãåçéèêëíìîïñøóòôöõ ùûüÿ†‡§ao¬•¶ı°`~^ˆ?•-–_ ..1.

Tio eugait num vel ex ero dolesequametaccum nisisim zzrit amet ing exerostrud te faummy nissit autetue doluptatet iuscilis nulput digna feuipit ipis nit am. Pit prat. sis ea conse consecte vullum dolor alit nulput verostio con erostrud dit lor se dolore dit dip estincil duipsum nonsed dolorti onsequisl do doluptat. The leading for all body copy should be determined by the following equation: leading = font size +3pt for example: font size = 8pt leading = 11pt Brand new series 11 Feb 10pm Body copy set using ITC American Typewriter Medium. As there is no italic version of this font. Et ut nonsenisit volorper sum zzrilisisis ercin ex erit illa feui tin ut ut at lore doloreet.1. the leading for headlines should be determind by the following equation: leading = font size -10pt for example: font size = 70pt leading = 60pt Body copy should always be set using ITC American Typewriter Medium. susto commodi psuscidunt nonulput iliqui tat. susto dolendrem ex eugait lobore dolor aut lum venit iureet doluptat. Na acilit la faccum iustiniat. There is no maximum limit to type size. As they are to appear in this way.2. Headlines should always be set using ITC American Typewriter Bold and always in title case. Rit. sequisl irilit nulla nullaor aliquam. venissectet. si tio odit wis adiatem velis nullaore dionse tat vercili scipit velent dolor susto ex ero dolore magnim zzrit veliquam ea facilisi eum ip er iniatisit ex eugiat do ex et lum quipit iure molor sum verat vel utat ullaor iure duisim quate ea at.8 Typography Type should never appear below 5pt. ITC American Typewriter Light can be used instead. An extra half point in the leading will help with the readability. vullute duisl eugait wismodigniam dolum quip ent irit vel utet. consequatet praesequi eliquip ipisim doluptatOn heniamc onsenim ad ming euisl dolendit wisim quis dolore mod eu feummolobor ilit nis nulputat at lobore volobor se venis ea adignit ute commy nulla ad modio od tem quat acidunt praessi tat. Skins .

1.2.9 Type Colour Headlines should always appear in purple or white depending on the colour of background they are sitting over. Brand new series 11 Feb 10pm Skins .

2.2 Print and Poster Advertising The following section is a guide to implementing the new identity in the medium of print advertising. .

. However E4 brands such as E-stings and E-speak should be written with an upper case ‘E’. website. Other common technical terms are styled as follows: CD-Rom. To keep the text area as even as possible it is preferable not to use quotation marks to signify the title of a programme.2. en dash (–) used in place of ‘through’ in numbers (10-25) or other measurements of time (May–June).1 Writing copy The web is written lower case. hi-res.. executive producer. Ellipses Three points with a small space either side which signify a missing word. voiceover. hi-tech.. These can be signalled by the use of CAPs.“” ‘’ <> .2. worldwideweb. em dash (—) Sometimes used in place of a colon as punctuation (the work was completed — all things had been revisited). dotcom. Job titles should be written as lower case: creative director. hyphen (-) used for words that are broken over two lines or for functions (two-thirds) or to join two words (part-time). voicemail. Avoid hyphens at the end of lines in range left copy if at all posible.. Captions do not have full stops at the end. email. No full stops in acronyms or after initials. 3D.?! -–— . .

Add an ‘s’ to numerals and dates to pluralise them: 1940s. four. five. eight. two. However. 80s.2 Writing numbers The ‘four’ in E4 should always be a numeral. Four figure numbers don’t have commas.000 Decades are written as 70s. B-52’s. ten. three. 90s. twentieth century.2. All numbers at the beginning of sentences should be written out: Two million years ago Weights. times. seven. 12345 67890 . measures and dates should be started numerically. Centuries are written as nineteenth century.2. Larger ones do: 1750 and 50. nine. Number 11 onwards should be written in figures: He was 12 years old. in general one to ten are to be written out: one. six.

Programme information must always be represented in the order of day_date_month_time.com Poster scheduling examples Skins Monday 1 February at 1 1 0pm Hollyoaks Weekdays 6.2. However care must be taken to maintain the URL’s visability.3 Advertising signature The url should always be used when there is relevant and corresponding information on the E4 website.2. It must always be the smallest piece of information (in size) on the page.30pm . The url should always be range left and can move up and down the left hand side of the page to accommodate imagery. Abbreviations are allowed in the following combinations: Monday 3 January at 9pm Mon 3 Jan 9pm 3 January 9pm 3 Jan 9pm url construction channel4.com/e4 e4.

Body text/tx details are left aligned at an equal distance in from the left-hand egde. The logo should be placed equidistant from the bottom and the right-hand edges. The size of the logo is determined by the size of the advertisment. When appearing as a unit with tape The logo should form a unit with the two pieces of tape.2. When advertising is placed on left-hand pages in a magazine it may be necessary to nudge the logo to avoid the fold. or at the right-hand end of both pieces together. . It must be proportional to the tape and not appear too large. These margins should be a tenth of the width of the advert.2.4 Logo position and size When appearing alone The logo should retain the lower right position in any off air advertising format. There is a freedom as to how this unit can be used and therefore there are no hard and fast rules given in this guide. It can either sit anywhere over the lower piece of tape. Please see examples below and on the following pages.

consider the programme title as a headline. 2. Headline Programme/film title TX information or qualifying statement url or channel details Ads can exsist with or without a headline but when set without.5 Typography There are four levels of typographic hierarchy: 1.2. e4.com/skins .2.com/sopra nos e4. 3. 4.

however it should be larger than the rest of the copy on the page and always appear in upper and lower case. All type should start at the very top left-hand corner of the piece of tape and should justify left. It can vary in size depending on the title length.6 Type position The headline or programme title should always appear on the upper piece of tape.2. The tape can be positioned anywhere appropriate on the page but must have the logo attached to it.2. See examples below .

As explained in previous sections. further pieces of tape can be added over the top update details on day of TX.7 Strips of tape The current look for E4 uses strips of tape to carry TX and programme information. see next section of guide The top piece of tape should be slightly longer than the bottom. This is a playful style so the tape shouldn’t be too perfectly stuck down. this can be placed anywhere suitable on the page as long as it appears with the E4 logo (as a sticker). Ideally only two pieces of tape should be used to carry this information. However. see Skins example below .2. However please feel free to create your own for a bespoke look to a project. but the variation in size should be subtle. Creases and peeling edges are what gives it character.2. The tape must always be purple and a selection has been photographed for your use.

see examples below: . the details should be updated by adding another piece of tape over the top of the exsisting copy.2.2.7 Updating TX details When a campaign has been running for a while and the day of TX arrives. This should not be done more than 4 times and the idea is to appear almost like flyposting so shouldn’t be too neat.

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